1 min read
What changed
The EU is preparing its most significant cookie consent overhaul since GDPR launched in 2018
Mandatory one-click reject buttons with equal visual prominence to accept options are being enforced
Regulators are explicitly targeting dark patterns: if accepting is fast but rejecting is buried, it is treated as unlawful
What it means
Any Australian business with EU traffic needs to pay attention. If your reject button requires more clicks than your accept button, regulators now consider that a consent violation. The US is also expanding: Indiana, Kentucky and Rhode Island joined 17+ existing state privacy frameworks in 2026. Consent opt-in rates will drop where one-click reject is implemented, which directly affects retargeting audience sizes and analytics data quality.
What to do
Audit your cookie consent banner for asymmetric design (accept prominent, reject buried)
Ensure reject and accept options are visually equal in size, colour and click depth
Review consent rates in your analytics. If accept rates are above 90%, your banner design may face scrutiny
Test the impact of a compliant banner on your retargeting audience sizes and plan accordingly
Source: Secure Privacy, TrustArc, Gerrish Legal
